Cost per Call
Short definition
Cost per Call: Average advertising expenditure per acquired phone enquiry.
Meaning and how it works
Cost per call divides spend by inbound calls; comparisons should distinguish all calls from qualified enquiries. Marketing attribution links traffic sources to telephone enquiries. Results depend on reliable identifiers, attribution windows and accurate conversion recording.
Business applications
- Business scenario:
A marketer divides campaign spend by the number of qualifying incoming calls under agreed measurement rules.
What to check before implementation
Distinguish attribution from proven causation. Account for consent, incomplete customer journeys and calls without a known marketing source.